Anchor unveils new packaging

Anchor has re-launched its Lighter variant with a pound;5m marketing programme.

The whole Anchor range will benefit from a new pack design, with national TV and press advertising and online activity.

The pack re-design features grass and flower illustrations with words like ‘roam’, ‘wander’ and ‘green’ to enhance the free-range credentials on the Anchor brand range.

The Anchor TV advertising will feature the Anchor cow with adverts for Anchor and Anchor Lighter. Press advertising will feature the message ‘lower in fat, same big, fat happy cows’.

Lorraine Crowe, senior brand manager of Anchor, said: “Spreadable is driving the Butter and Spreads Market (BSM) and growing Anchor Lighter, as part of our spreadable range, is a key part of our strategy for 2008.”